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The Chinese game market has developed rapidly in recent years, and it can be divided into three categories with significant differences in target consumers. These categories include the computer game market (mainly consists of buyout games but excludes online games), the console game market (including handheld consoles and home machines such as Switch, Xbox, and PS series), and the mobile game market (encompassing both mobile games and various client online games).
The low threshold and high efficiency make the mobile game market preferred by Chinese consumers.
According to the Game Industry Monthly Report in February 2024, the revenue of the Chinese game market reached ￥24.9 billion, with mobile games generating significantly higher sales revenue compared to client games. There are two main reasons why mobile games are more popular among consumers.
1.Firstly, mobile phones are cheaper than computers.
In terms of consumer accessibility, the entry requirements for mobile games are lower compared to client online games. For instance, Tencent's two most popular mobile games currently on the market, Honor of Kings and Game for Peace, can run smoothly on a mobile phone priced at around ￥1,000. On the other hand, minimum requirements for online gaming products include a gaming laptop with a market price exceeding ￥6,000.
2.Secondly, mobile phones can be used anytime and anywhere, unlike computers.
Mobile game users can take advantage of various fragmented time periods and changing locations, such as commuting on the subway or during travel breaks at night. However, client online games require players to play at home for extended periods of time, with each game lasting half an hour or more. Many players jokingly refer to online games as ＂work activities after work＂.
The exodus of computer game players from China is severe.
Mainly for buyout computer games, it refers to the one-time purchase of the game without subsequent compulsory consumption items
The existing products in the Chinese market are unable to meet the needs of computer players, resulting in a significant outflow of players and demonstrating strong consumer power in the international market. Taking Steam, a major customer platform for global PC games, as an example, Chinese users have become the second-largest consumer group on this platform by 2023, almost equaling the number of users in the United States. Interestingly, although Chinese players only account for 13%, those who use simplified Chinese as their main language make up 1/3 of all users, with only a marginal difference compared to English-speaking users (0.1%), highlighting the substantial player base in China. Considering the location change caused by the use of accelerators and the vast overseas Chinese community, how to attract players back is a problem that major domestic game manufacturers need to think about.
Console gamers are eagerly anticipating the release of a Chinese AAA blockbuster
Handheld game consoles and home consoles, the main products are Switch, Xbox and PS series
However, Console gamers are eagerly anticipating the release of a Chinese AAA blockbusterin terms of spending power in console games, China's influence is not as prominent as it is on the computer side. For example, Xbox and PS series rank 7th and 9th globally respectively, accounting for less than 5%.Despite this, the Chinese console game market still has significant space for development. With consumers‘ increasing awareness of copyright and growing acceptance of buyout games, by 2023, over 30% of consumers will be willing to pay ￥150-￥300 for a game, while more than 20% will be willing to pay over ￥300 (China Research Puhua Research Institute, 2023). The increase in willingness to pay not only signifies recognition and support for game developers' work but also represents untapped market potential waiting to be further exploited.
